shopper-crossingBridal magazines have been around for decades. It used to be that those magazines were one of the only places for brides to get their ideas and therefore the ads placed by businesses in the magazine pages would bring in major revenue. Well according to the research done by Think Like A Bride the era of bridal magazines is just about over.

Brides aren’t looking at magazines as much as they are running Google searches. It used to be that bridal magazines cost an exorbitant amount of money but you can now get a subscription extremely inexpensively (trust me I’ve done this for the last three years just for fun). Bridal magazines are desperate for subscribers and getting a subscriber is more important that charging a lot and not getting anyone.

What does this mean to a wedding business? Well Think Like A Bride is encouraging wedding businesses to stop throwing their money at the magazines for advertising and to focus their marketing budgets at getting ads on Google. You are far more likely to gain leads online than you will from a print advertisement. What do you think?

 

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3 thoughts on “Why You Should Avoid Print Advertising”

  1. Anonymous says:

    I have to say, I don’t like seeing such blanket statements online! I truly don’t believe any medium works on it’s own. Magazine advertising is only one component of any effective marketing program. I do agree that some print is not worthy, but we find that targeted, local wedding magazines still provide to brides and vendors what they are looking for. We are told regularly by brides that they are using all the resources we provide: our magazine, website, blog and downloadable tools. There are no marketing templates that work for everyone, it is up to each business to determine what is cost-effective for them. While national magazines may not be as effective for a local audience, local wedding magazines that offer planning information, local vendors and local resources may be very worthy of your marketing dollars. If possible, talk to others already advertising where you are considering and find out their return. Also, ask you brides if they are using magazines…we are increasing our print run by 30% this year as we have found the demand!

  2. Anonymous says:

    I am so glad that a research has been conducted on this topic and it really just makes me more confident that I have been doing the right things.
    I recently started a bridal business and found out about the huge cost of print adverts. A half page ad cost abt 500 dollars, which by the way received many enquiries but much less sales. It was disheartening. I went on to produce flyers at abt 150 dollars which also didn’t do better. I have now abandoned these and focused my energies on social media and a website. On social media, I have spent less than $150 and received the most enquiries, leads and sales. It’s been the best so far. In addition, it helps to cut off price shoppers with whom I would have wasted my time cos they can easily see the product and price range and not need to come to the store. More importantly, the outreach is the widest. With the increasing use of mobile phones and internet access, online ads are the way to go. People don’t have to look for a specific edition of print magazine to find you.

    1. Wow, Nonye! Thanks so much for sharing your experience.

      Print advertising does still work for some businesses, but it usually doesn’t give you the most bang for your buck. And that is super important for small wedding businesses.

      Our experience agrees with yours.

      The bottom line: if you have a tested ad and it doesn’t give you a good return in a print magazine, dump it. You’ll often get a better return with the same ad online.

      I’d love to hear from some wedding pros who DO have success with print advertising?

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